Brand America
It is no secret that America's image is in the crapper around the world. Nations everywhere were watching the election results this week, looking to see the direction to which our country is heading. Barack Obama's win has the potential to be as significant globally as it has been received here domestically. I wonder what it means for America as a branded entity.
According to a BBC World Service poll conducted in 2007 with over 26,000 individuals in the world's 25 largest countries, over 52% felt that the U.S. had a "mostly negative" influence on the world. Compound that with a recent survey by the Chicago Council on Global Affairs where 53% of the respondents felt that America "could not be trusted." "Brand America" is a fractured and conflicted brand to say the least. You can only imagine what is being uttered overseas about the brand personality.
What is the brand equity of countries today? Believe it or not there is an entity - GfK Roper Public Affairs & Media/Simon Anholt that measures brand perceptions among 50 nations. Germany is viewed as the best brand from an overall perspective. Brand America is in 7th place - surprisingly high given global opinions of us. We are behind Germany, France, the U.K., Canada, Japan and Italy respectively. At 91%, Brand America has the highest familiarity.
The survey makes for interesting reading and brand observations. Not surprisingly, France is rated first in culture. Italy is the top tourism brand, with France being second. That's a true communicators dream - promoting Italy and France as tourist destinations. Take your pick - food and wine, Paris or Milan. Sign me up right now for the next brand study!!
Canada is viewed as the best people brand, followed closely by the Aussies. Italy is #3. It is true - have you ever met an unlikeable Canadian!
What will Barack Obama mean to "Brand America"? Obama's brand is all about inspiration and inclusion, much like Apple and or Nike. Can he lead a brand relaunch for Brand America on a global basis? An excerpt from his acceptance speech hints at trying to rebuild the brand.
"And to all those watching tonight from beyond our shores, from parliaments and palaces, to those who are huddled around radios in forgotten corners of our world - our stories are singular, but our destiny is shared, and a new dawn of American leadership is at hand. To those who would tear this world down - we will defeat you. To those who seek peace and security - we support you. And to those who have wondered if America's beacon still burns bright - tonight we proved more that the true strength of our nation comes not from the might of our arms or the scale of our wealth, but from the enduring power of our ideals: democracy, liberty, opportunity and unyielding hope."
This hints at the very brand positioning of Brand America - life, liberty and the pursuit of happiness. Will these very core brand values be restored by Barack Obama? Whatever your political affiliation, it will be a fascinating brand story that unfolds over the next four years. It has the potential to be a case history in marketing classes of the future. It's another chance for Obama to make history.
The authenticity of Brand America needs to be addressed moving forward. Here is a point of perspective on rebuilding Brand America.
Curious to know what the 50th ranked brand is - I'm sure Borat didn't help Kazakhstan.
As for Barack, he seems to be aware of the cardinal rule of a brand promise - don't make it if you can't keep it. A lot of that speech Tuesday night had as much to do with managing expectations as well as defining a vision.